The Offer Tiering Worksheet Template

My core service is: [DESCRIBE WHAT YOU DO IN ONE SENTENCE, e.g. "I set up automated lead generation systems for service businesses"]

The primary outcome my client gets: [DESCRIBE THE RESULT, e.g. "a pipeline that books 5 to 10 qualified calls per month without manual outreach"]

The typical client this is for: [DESCRIBE WHO THIS IS BEST SUITED TO, e.g. "solo consultants and small agencies billing between 5k and 30k per month who have no system for follow-up"]

How long delivery takes at full scope: [TIMEFRAME, e.g. "6 to 8 weeks from kickoff to go-live"]

What I need from the client for this to work: [LIST 2 TO 4 CLIENT INPUTS, e.g. "access to their CRM, a confirmed ICP, and 2 hours for onboarding and a mid-project review"]

TIER 1 (Entry): What is the minimum version of the result a client can get?
Outcome in one sentence: [e.g. "They have a working lead magnet and a 3-email follow-up sequence set up in their existing tool"]
Who this is right for: [e.g. "Businesses that are not yet sure they need the full system, or those testing the relationship with me"]
What they give up vs. the full service: [e.g. "No CRM integration, no ad strategy, no monthly review calls"]
Risk for the client at this tier: [e.g. "Higher, because they are doing more of the manual work themselves after we build the foundation"]

TIER 2 (Core): What is the version most buyers should actually choose?
Outcome in one sentence: [e.g. "A complete automated pipeline from lead capture to booked call, set up and optimised over 8 weeks"]
Why this is the right choice for most buyers: [e.g. "It delivers the full outcome without the extra hand-holding of Tier 3, which suits independent founders who can manage day-to-day once the system is live"]
What they give up vs. Tier 3: [e.g. "No ongoing monthly optimisation retainer, no priority support, no quarterly strategy calls"]

TIER 3 (Premium): What does the best possible version look like?
Outcome in one sentence: [e.g. "Full pipeline build plus 3 months of managed optimisation, weekly reporting, and monthly strategy calls"]
Who genuinely needs this tier: [e.g. "Businesses scaling fast who cannot afford a dropped ball, or those with no internal team member to own the system after handoff"]
What makes this worth the premium: [e.g. "They buy certainty, speed, and my ongoing involvement, not just the setup"]

TIER 1: [NAME THIS TIER, e.g. "Foundation"]

What is included:
- [DELIVERABLE 1, e.g. "Lead magnet strategy session (1 x 60 min)"]
- [DELIVERABLE 2, e.g. "One lead magnet built and formatted"]
- [DELIVERABLE 3, e.g. "3-email welcome sequence written and loaded into their existing email tool"]
- [DELIVERABLE 4 if applicable]

What is not included (state this explicitly):
- [EXCLUSION 1, e.g. "CRM setup or migration"]
- [EXCLUSION 2, e.g. "Paid ad strategy"]
- [EXCLUSION 3, e.g. "Ongoing support beyond 2 weeks post-delivery"]

Delivery timeline: [e.g. "2 to 3 weeks"]
Client time required: [e.g. "3 to 4 hours total"]
How support works: [e.g. "Email only, responses within 48 hours, for 2 weeks post-delivery"]

TIER 2: [NAME THIS TIER, e.g. "Full Build"]

What is included:
- [DELIVERABLE 1, e.g. "Full pipeline audit and strategy session"]
- [DELIVERABLE 2, e.g. "Lead magnet built and formatted"]
- [DELIVERABLE 3, e.g. "5-email nurture sequence written, loaded and tested"]
- [DELIVERABLE 4, e.g. "CRM workflow setup and integration"]
- [DELIVERABLE 5, e.g. "2 x check-in calls during delivery"]
- [DELIVERABLE 6, e.g. "Handoff training call plus documentation"]
- [ADD FURTHER DELIVERABLES]

What is not included:
- [EXCLUSION 1, e.g. "Ad spend management"]
- [EXCLUSION 2, e.g. "Ongoing monthly optimisation"]

Delivery timeline: [e.g. "6 to 8 weeks"]
Client time required: [e.g. "5 to 7 hours total across the engagement"]
How support works: [e.g. "Slack access during delivery, email post-handoff for 30 days"]

TIER 3: [NAME THIS TIER, e.g. "Done-With-You"]

What is included:
- [Everything in Tier 2, listed again for clarity]
- [ADDITIONAL DELIVERABLE 1, e.g. "3 months of managed optimisation post-launch"]
- [ADDITIONAL DELIVERABLE 2, e.g. "Monthly strategy call (3 included)"]
- [ADDITIONAL DELIVERABLE 3, e.g. "Weekly performance report"]
- [ADDITIONAL DELIVERABLE 4, e.g. "Priority Slack access with same-day response"]
- [ADD FURTHER DELIVERABLES]

What is not included:
- [EXCLUSION 1, e.g. "Ad spend, which is billed separately to the client's card"]
- [EXCLUSION 2, e.g. "Work outside the defined pipeline scope"]

Delivery timeline: [e.g. "8 weeks build plus 3 months managed"]
Client time required: [e.g. "5 to 6 hours during build, 1 hour per month during managed phase"]
How support works: [e.g. "Priority Slack, same-day responses Monday to Friday"]

STEP 1: Set your Tier 2 price first.
This is the price that reflects the full value of your core outcome, not just your time. What is the outcome worth to the client?

Tier 2 price: [YOUR PRICE, e.g. "5,000"]

STEP 2: Set Tier 1 at 40 to 50 percent of Tier 2.
Tier 1 should feel materially cheaper, but the stripped-back scope should make the gap feel justified. If Tier 1 is too close to Tier 2, nobody chooses Tier 2.

Tier 1 price: [YOUR PRICE, e.g. "2,200"]
Check: Is this 40 to 50 percent of Tier 2? [YES / NO]
If no, adjust: [REVISED PRICE]

STEP 3: Set Tier 3 at 180 to 250 percent of Tier 2.
Tier 3 needs to feel premium but not absurd. If it is only 20 to 30 percent more than Tier 2, the premium feels thin. If it is 3x or more, buyers disengage entirely.

Tier 3 price: [YOUR PRICE, e.g. "10,500"]
Check: Is this 180 to 250 percent of Tier 2? [YES / NO]
If no, adjust: [REVISED PRICE]

STEP 4: Write the one-line value justification for each gap.
The gap between Tier 1 and Tier 2: [WHY IS THE EXTRA COST WORTH IT, e.g. "You get the complete system, not just the entry point, and I integrate it rather than hand it off to you half-built"]

The gap between Tier 2 and Tier 3: [WHY IS THE EXTRA COST WORTH IT, e.g. "You buy 3 months of my involvement after launch, which is where most pipelines break without experienced hands on them"]

Before you go live with your tiers, answer these questions honestly.

1. If a buyer could only see the Tier 2 scope and price, would they say it is fair value for the outcome? [YES / NO]
If no, what needs to change: [YOUR ANSWER]

2. When a buyer sees all three tiers side by side, is Tier 2 the obvious choice for most people in your target market? [YES / NO]
If no, what is pulling people toward Tier 1 instead: [YOUR ANSWER]

3. Is there a real buyer who genuinely needs Tier 3, or is it there just to make Tier 2 look cheaper? [REAL BUYER / ANCHORING ONLY]
If anchoring only, what could you add to make Tier 3 genuinely valuable to a real segment: [YOUR ANSWER]

4. Does Tier 1 solve a real, complete problem on its own, or does it leave buyers stuck halfway? [COMPLETE PROBLEM / INCOMPLETE]
If incomplete, what scope do you need to add or remove to make it a proper standalone offer: [YOUR ANSWER]

5. Could a buyer at Tier 1 upgrade to Tier 2 later without the transition being painful? [YES / NO]
If no, how do you make the upgrade path clean: [YOUR ANSWER]

When presenting your tiers in a proposal, on a call, or on a sales page, use this order and framing.

OPENING LINE (say this before showing any numbers):
"I have three ways we can work together depending on how much of this you want to own versus hand off to me."

TIER 3 FIRST:
"The most comprehensive option is [TIER 3 NAME]. This is for [DESCRIBE WHO NEEDS THIS TIER]. It includes [2 TO 3 HEADLINE DELIVERABLES] and the price is [TIER 3 PRICE]."

TIER 2 SECOND:
"Most of my clients choose [TIER 2 NAME]. It covers the full [DESCRIBE CORE OUTCOME] without the ongoing involvement of [TIER 3 NAME]. The price is [TIER 2 PRICE]."

TIER 1 THIRD:
"If you want to start smaller and get [DESCRIBE TIER 1 OUTCOME], [TIER 1 NAME] does that for [TIER 1 PRICE]. It is a good fit if [DESCRIBE THE SPECIFIC SITUATION WHERE TIER 1 IS RIGHT]."

CLOSING QUESTION (use this to guide the decision, not to push):
"Based on what you have told me about [REFERENCE SOMETHING SPECIFIC FROM YOUR CONVERSATION], I would suggest [TIER 2 OR TIER 3 NAME]. What questions do you have about that one?"

NOTE: Do not ask "which one would you like?" That opens a negotiation. Ask questions about the tier you are recommending.

When putting tiers in writing (proposal, email, or landing page), use this layout.

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[TIER 3 NAME] at [TIER 3 PRICE]
Best for: [ONE LINE DESCRIBING WHO THIS IS FOR]
You get:
- [HEADLINE DELIVERABLE 1]
- [HEADLINE DELIVERABLE 2]
- [HEADLINE DELIVERABLE 3]
- [ONGOING SUPPORT OR MANAGEMENT ELEMENT]
Timeline: [DELIVERY TIMELINE]

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[TIER 2 NAME] at [TIER 2 PRICE] [ADD A LABEL HERE IF USEFUL, e.g. "most popular" or "recommended"]
Best for: [ONE LINE DESCRIBING WHO THIS IS FOR]
You get:
- [HEADLINE DELIVERABLE 1]
- [HEADLINE DELIVERABLE 2]
- [HEADLINE DELIVERABLE 3]
Timeline: [DELIVERY TIMELINE]

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[TIER 1 NAME] at [TIER 1 PRICE]
Best for: [ONE LINE DESCRIBING WHO THIS IS FOR]
You get:
- [HEADLINE DELIVERABLE 1]
- [HEADLINE DELIVERABLE 2]
Timeline: [DELIVERY TIMELINE]

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NOTE: Keep the written tier descriptions short. The work was done in the conversation. The written summary is confirmation, not education.

OBJECTION: "Your price is too high."
Diagnosis question: "Compared to what you were expecting to invest, what is the gap?"
If the gap is small: "Let me make sure you are looking at [TIER 2 NAME]. Is that the one you are responding to?"
If the gap is large: "It sounds like [TIER 1 NAME] might be the right starting point. It delivers [TIER 1 OUTCOME] for [TIER 1 PRICE]. That is likely where the gap closes."
Do not: Offer a discount on the tier they asked about.

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OBJECTION: "Can I just get [SPECIFIC PART OF THE SCOPE] without the rest?"
Diagnosis question: "What is the outcome you are trying to get from that piece specifically?"
If the answer matches Tier 1: "That is exactly what [TIER 1 NAME] is built around. [TIER 1 PRICE] gets you that without the full [TIER 2 NAME] investment."
If the answer requires Tier 2 scope to actually work: "The challenge with just [SPECIFIC PART] in isolation is [EXPLAIN THE GAP]. Without [MISSING PIECE], you would still be stuck at [PROBLEM]. That is why [TIER 2 NAME] is structured the way it is."

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OBJECTION: "Can we start with [TIER 1] and add more later?"
Response: "Yes. If you start with [TIER 1 NAME] and want to add [DESCRIBE WHAT TIER 2 ADDS], I treat the [TIER 1 PRICE] as a credit toward [TIER 2 PRICE], so you pay the difference rather than starting over."
NOTE: Only offer this if you genuinely want to honour it. Write the credit arrangement into your contract.
Upgrade credit: [TIER 1 PRICE] credited toward [TIER 2 PRICE], meaning the client pays [TIER 2 PRICE MINUS TIER 1 PRICE] to upgrade.

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OBJECTION: "Why is [TIER 3] so much more than [TIER 2]?"
Response: "[TIER 3 NAME] includes [X MONTHS] of [DESCRIBE THE ONGOING ELEMENT]. That ongoing work is what most clients say they wished they had bought at the start, because [DESCRIBE WHAT TYPICALLY GOES WRONG WITHOUT IT]. If the ongoing piece is not something you need right now, [TIER 2 NAME] at [TIER 2 PRICE] is the right call."

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MY OWN MOST COMMON OBJECTION:
The objection I hear most often: [WRITE IT HERE]
The tier this usually points to: [TIER 1 / TIER 2 / TIER 3]
My routing response: [WRITE YOUR RESPONSE HERE]